A boom in baby sales for Natural Baby Shower

Specialist retailer of eco-friendly baby products, Natural Baby Shower, has seen a four fold boom in online sales with its latest technology investment to improve on-site identification, segmentation and personalisation as well as growing out its customer database.

The sustainable baby retailer has been providing parents with high-quality, natural and organic baby products since it launch in 2007, founded by parenting duo Vics and Clifton Vaughan.  In addition to, it’s baby boutique in Surrey, which not only stocks products but also offers baby classes and a free personal shopping service, Natural Baby Shower’s eCommerce business is one of its main sales channels, made all the more important when non-essential retail had to close during the covid-19 lockdown.

However, as Natural Baby Shower looked to grow its online business, identifying enough of its on-site visitors became a challenge.  This meant that while the specialist baby retailer was investing in driving traffic to its site to acquire customers, once shoppers reached the site, it couldn’t then segment and personalise messages to them effectively.  Clifton Vaughan, MD and Cofounder of Natural Baby Shower, explained:

“One of our biggest concerns before onboarding BounceX was capturing and growing our email database.  We were spending lots of money bringing visitors onto our site, but we weren’t able to easily connect with them from that point on.”

Partnering with BounceX (soon to be Wunderkind), the leading behavioural marketing technology provider, Natural Baby Shower has now grown its marketing list five-fold, and can now identify and segment online shoppers to deliver personalised messages, based on an individual shopper’s buying intent signals, at the right time.  This move customers further along the buying journey, in a supportive and personalised manner, driving increased CX and conversions.

“Now, for the first time, we can appropriately segment our audience and target them with different messaging,” said Vaughan.  “It’s helped us scale our email programme to trigger based on around 60 different actions, which has helped us drive revenues.  Email is now our strongest revenue source by far and the ROI we’re seeing through this channel is significant.”

Since implementing the solution, Natural Baby Shower has seen a 5.5X growth in revenue from its email channel, with BounceX driving 11% of its total digital revenue.  It has also taken the customer data from BounceX to power its email sends via Klaviyo, allowing it to remarket to shoppers with abandon cart information, price drop notifications, and tailored content.

Jacqueline Abernathy, AVP of Customer Success at BounceX EMEA, commented:

“It’s natural when wanting to grow an online business to first look at boosting traffic, but what really matters is what happens after a shopper arrives on site.

And this is especially important for specialist retailers or where the purchase is considered —when it comes to selling to expectant or new parents, for example, they will often need a more supported buying journey as they navigate what product is right for them.  Targeting shoppers based on individual buying journeys means that the customer gets a better buying experience while the retail benefits from increased conversions.”

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